One Click Re-Buy is a product I worked on at the Bouqs in Q4 of 2018 and Q1 of 2019. In a nutshell, while planning for Valentine’s Day 2019, one of my goals was to create a simplified experience that catered to shoppers who ordered the same types of flowers to the same person on Valentine’s Day every year.

To start the design my team asked the question - How can we leverage existing data on consumer shopping behaviors to design and build an experience that reduces shopping time for pre-existing customers to as little as One Click?

A little more color into the significance of Peak, and what it meant to the business as a whole: When we say Peak in the floral industry we are talking about Valentine’s Day and Mother’s Day. The Bouqs in particular did 25% of our yearly sales during the 7-10 day period leading up to and on Valentine’s Day, and a whopping 50% of our yearly sales during the 7-10 day period leading up to and on Mother’s Day.

During my 2 years at the Bouqs, my team was constantly strategizing with Stakeholders on how we could influence consumer behavior and potentially front load some of this business to, say, 14 days ahead of a holiday. This could be significant for the company for a few reasons,

1) Supply Chain Efficiencies - instead of relying upon stateside distribution centers, we could leverage our global farm network which takes 5-7 days to ship (not great for last minute shoppers). By sending flowers direct from a farm, we saved money, made our farmer’s happier, and flowers from the farm typically had a +5 point higher NPS rating on quality.

2) Tech Instabilities - it was difficult from a technical standpoint for our tech team to completely feel confident load testing prior to Peak. Even though site stability was Priority 0 when it came to Valentine’s Day and Mother’s Day, we still experienced outages during my 4 holidays with the company. If we were able to front load a significant portion of this traffic, we could hopefully move away from this reactive behavior.

3) Marketing Efficiencies - Reducing CAC (customer acquisition cost) was a priority for our marketing team, especially the notion of not paying twice for customers - something that was difficult to solve for. If we were able to front load more sales, we could prevent double marketing to some of these Shoppers during our big push on spend during the days leading up to the holiday.

While our existing funnel was fairly typical when it came to Ecommerce, there were still a significant amount of decision points to be made. Most of these decision points centered around the fact that this purchase was usually for someone other than the shopper, and with that came knowing the recipient’s address, creating a note to go with the flowers, and of course, selecting the perfect gift. These are some of the pain points I heard echo’d in user interviews during my time at the Bouqs.

Another common comment, specifically around our Peak holidays was the scarcity of certain products. We tended to sell out of favorites like Red Roses (Valentine’s Day) and Pastel Tulips (Mother’s Day) early.

The Plan

I worked closely with my Senior Product Manager, our VP of Product, and our Email Marketing Manager to ideate a flow that leverages data on previous customers. This MVP product would target only existing customers who had ordered from us in the past. We only targeted the following:

1) Ordered flowers from the Bouqs for delivery on 2/12/2018, 2/13/2018, 2/14/2018

2) Ordered specific types of flowers (see below)

3) Was in good standing with the company and did not have any unresolved quality or delivery complaints

With this group of individuals, our plan to to re-target them using an email and possibly SMS campaign that allowed them to seamlessly re-order the flowers they ordered last year, and to the recipient they sent to last year. They should be able to have the option to make changes to the order as they see fit, but could also just click ‘Place Order’ - and voila - Valentine’s Day 2019 is covered.

The Flowers

Since this was an MVP to really test out the appetite for this type of feature, we only targeted Customers who had purchased from the following SKUs - Always (Red Roses), Valentine’s Day Roses (Mostly Pink, Red, White Roses), and Lovely (Pink and White Tulips). We chose these products for a couple reasons.

1) If someone orders red roses for Valentine’s Day 1 year, they most likely purchased the same product every year.

2) These were our 3 top selling products for Valentine’s Day.

3) These were also usually the first products to sell out come Valentine’s Day week.

Preliminary Concept

Working closely with my team (I was the only designer to cover UX and UI) I created an initial grayscale flow to present to our development team to assess feasibility.

*Note the delivery date would be pre-filled with the delivery date from the year previous, EX: If I had scheduled my flowers to be delivered on Thursday February 14th, 2018 - in this model they would be scheduled for Wednesday February 14th, 2019.

Post Meeting with devs

My team presented this initial concept in November, and we needed this feature to be ready before our code freeze on January 16th, 2019. This was an aggressive timeline for our team, and I was prepared for the scope of the project to be cut.

Our development team was excited about the project and the potential business impact, but they told us that we had to cut at least 2, preferably 3 of the editing options, and the image scroll.

In order to make the decision on what in particular to cut, I leveraged our in-house customer service team to ask about what some of the most common edits to orders were since people frequently called in to make these edits. I also showed them the flow to make sure they understood the context and our goals. The CX team helped guide me to my decision to cut the Size Selector, the Update Payment Method, and Update Recipient Address.

Ideally, I would have tested this with actual shoppers or I would have run a usertesting.com test, but that was not an option due to time constraints and budgetary reasons.

Final UI

After presented the updated UI to stakeholders in a meeting (they were all aligned), I started designing out the high fidelity UI. I was the only Designer for the majority of my time at the Bouqs so I was responsible for comps low to high fidelity.

At the Bouqs I typically designed with a mobile-first mindset (~64% of our users were on their smart phones at any given time in 2018), but for this project in particular designing mobile-first was essential. This is largely because Shoppers that entered the site through email channels were upwards of 80% mobile. This rose even higher around our Peak holidays.

For mobile hand off I exported my Sketch design docs to front end team using Zeplin, I also included any design documentation in the form of wireflows that ideally mapped out interaction design, edge cases, and error states. If I was not able to create a visual representation to showcase edge cases and error states, I would write them out in the JIRA ticket our development team referenced.

I was also involved heavily in UAT and QA to make sure that any and all questions were accounted for during the development process. It was an all hands on deck mentality at the Bouqs, especially around Peak.

We had limited resources when it came to our creative team while I was working on this project, and because the email element was so important for this project in particular, I ended up designing them myself.

First reads were all extraordinarily positive. Engagement and Click Thru Rate was up, and conversion rate through One Click Re-Buy was over 10% - this is especially significant because the majority of Shoppers who visited the feature were on their mobile devices, as we previously predicted, and mobile conversion rate at the time was ~3%

Unfortunately, I parted ways with the company before I was able to hear the full impact this had on the holiday, but we were already planning a larger scale roll out for Mother’s Day by the time I left.